McQuail's Typology of Common Reasons for Media Use

McQuail's Typology of Common Reasons for Media Use

1. Information

   • Finding reinforcement for personal values
   • Seeking advice on practical matters or opinion and decision choices
   • Satisfying curiosity and general interest
   • Learning; self-education
   • Gaining a sense of security through knowledge

2. Entertainment

   • Escaping, or being diverted, from problems
   • Relaxing
   • Getting intrinsic cultural or aesthetic enjoyment
   • Filling time
   • Emotional release
   • Sexual arousal

3. Intergration & Social Interaction

   • Gaining insight into circumstances of others; social empathy
   • Identifying with others and gaining a sense of belonging
   • Finding a basis for conversation and social interaction
   • Having a substitute for real-life companionship
   • Helping to carry out social roles
   • enabling one to connect with family, friends and society

4. Personal Identity

   • Finding reinforcement for personal values
   • Finding models of behaviour
   • Identifying with valued other (in the media)
   • Gaining insight into one's self